Showpad Director, Growth Marketing | Formerly a child • 3mo
In ABM, i've separate fixed-cost tactics from variable-cost tactics and only actively manage budget against the variable ones. Direct mail and gifting are mostly fixed. Cost is flat per account or per contact. Once the field team aligns on the right program, spend is predictable and easy to cap. The real budget lever is digital. That’s where costs fluctuate and where I spend most of my time managing efficiency. For paid ABM, especially on LinkedIn, budget ties directly to: CPM, which varies by a ...Read More
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